Effective Storytelling for Public Diplomacy

This workshop explores content-creation strategies to spark conversations and drive engagement for greater public diplomacy impact. It focuses on adapting to changing media consumption behavior and narrative formats. Participants will develop skillsets in producing content in a variety of formats and channels.

  • Narrative Strategies for Your Public Diplomacy Story
  • Developing Amplification Strategies
  • Digital Storytelling for Public Diplomacy
  • Mixed Reality Storytelling for Public Diplomacy
  • AI and Bots for Public Diplomacy
  • What Makes Content Go Viral


Narrative Strategies for Your Public Diplomacy Story
This module introduces the core principles and a messaging framework for creating relevant, meaningful narratives, as the media landscape continues to transform.

Developing Amplification Strategies
Explore how to amplify-tell your story through the media and keep it relevant as part of public diplomacy outreach.

Digital Storytelling for Public Diplomacy
How to create and share digital content in innovative and engaging ways. From mobile to desktop, participants will learn new tools and practices for digital storytelling.

Mixed Reality Storytelling for Public Diplomacy
The transformative experience of virtual reality (VR) and augmented reality (AR) has arrived for public diplomacy applications. Participants will become familiar with the basics of immersive storytelling and what makes a compelling narrative.

AI and Bots for Public Diplomacy
An introduction to AI's applications in content creation in the context of public diplomacy. Participants will develop an audience-based strategy for a beta chat bot and prototype a chat bot that may be used in their organization. 

What Makes Content Go Viral
Discover best practices in social media posting and what not to do, with an emphasis on crafting compelling posts that tell your organization's stories through examples and illustrations.  


This workshop will be held February 8–10, 2023, in USC's Washington, D.C. office. This program will include many content hours, with three days of on-site classes. You are expected to arrive on time and attend all modules. Unfortunately, there are no make-ups. All participants must be fully vaccinated and able to show proof, and masks may be required in the training space. All scheduled meeting times will be in Eastern Time (time zone converter here).


  • Single participant: $2,250 USD
  • Multiple (3+ from the same organization): $2,050


The electronic application can be found here. For more information, please email Renee Almassizadeh, CPD Assistant Director for Operations and Programming at almassiz@usc.edu.